How This Underclothing Brand Won with an Anti-Black-Friday Social Project

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Ah, Black Friday.

It’s no surprise that the main kick-off day for the vacation shopping season is responsible for a massive yearly surge in consumer costs, reaching $8.9 billion in the United States alone in 2021. However while this is an annual slam-dunk for huge box sellers, Black Friday can bring more obstacles than advantages for small companies.

Slashing prices to make sales cuts straight into their bottom line– and with restricted marketing budget plans and resources, taking on big brands takes nerve, insight, and creativity. That’s why the small businesses that stick out throughout the holiday season are the ones that connect with the distinct wants and requires of their consumers, get bold with their marketing techniques, and develop thumb-stopping material that makes sure to get people talking.

In 2015, UK-based sustainable underclothing brand and Best SMM Panel client Pantee won Black Friday with a campaign that broke convention and raised awareness of unsustainable impulse purchasing. We spoke with Pantee’s creators, sis Amanda and Katie McCourt, to learn how they did it, what the results were, and what they’ve discovered for future projects.

What is Pantee?

Pantee is an underwear brand name making a distinction: their items are made using “deadstock” fabrics, or unsold inventory that would otherwise wind up in land fills. Created by ladies, for females and the planet, Pantee’s items are developed with convenience and design in mind, while helping avoid unused garments from going to waste.

@pantee_uk We launched a company in lockdown! Here’s how we did it #smallbusinesslaunch #howtostartabusiness #smallbusinesscheck #whatididduringlockdown Bubble– Authorities Sound Studio

For Pantee, sustainability isn’t a buzzword or pattern to jump on; the brand name was established with this function at its core. The concept came to life in a thrift shop in 2019, when Amanda was browsing second-hand clothing shops in London and was blown away by the number of new t-shirts lining the racks, tags still on them.

“It was crazy to me the number of people had actually given away clothes prior to even using them when,” says Amanda. “It got me thinking: If this is how many discarded clothes we can see, how much exists that we can’t see? Once I began investigating, I understood that we could make a distinction. It’s really hard to get purchasing right in the fashion industry with trends and shopping cycles changing so frequently, and as an outcome, many companies overproduce. I ended up being fixated on the idea of what we could do with deadstock clothes.”

The brief response to Amanda’s question on just how much waste we can’t see: a lot. The fashion business produces an estimated 92 million tonnes of textile waste each year, and around 30% of clothes made are never even sold.

With a vibrant passion to make a distinction for our planet– and after understanding that the soft cotton tee shirt material everyone enjoys would lend itself well to underclothing and wireless bras– Amanda and Katie named business Pantee (an abridged variation of “pants made from deadstock tees”) and got to work bringing the idea to life.

@pantee_uk Upcycling never ever felt so good link in bio to get more information about how we make sustainable underclothing! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion elegant– milo

Considering that initially introducing their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify website in February 2021, Pantee has become a successful sustainable startup– upcycling more than 1,500 kgs of deadstock fabric in its first 1.5 years alone. Pantee likewise plants one tree for each order positioned (leading to over 1,500 trees planted!) and is a proud member of 1% For the Planet.

Flipping the script with a ‘Blackout Friday’ campaign

Leading up to the Black Friday pandemonium in 2021, Amanda and Katie had something on their minds: overconsumption. Already a concern in the fashion industry throughout the regular season, Black Friday was sure to motivate consumers to make unnecessary purchases– much of which would go unused and wind up back on shelves or, even worse, in land fills.

So, while many small companies grappled with whether to run sales and promos, Pantee asked a different question: how could they create a successful project while remaining real to their mission?

  • The solution: Reclaim Black Friday by rebranding it “Blackout Friday,” an initiative motivating customers to reassess their purchases and avoid impulse buying.
  • The message: Stop and believe prior to you purchase. Is it something you like? Is it something you need? If so, go on– purchase and enjoy your new purchase. But if you weren’t currently going to make that purchase, think about going without.

“Black Friday is the greatest impulse buying day of the year, and people get easily drawn into sales,” says Katie. “However the mindset should be: Is it actually a deal if you weren’t going to invest the money initially? Our project stance was not to motivate impulse buying, and we saw a lot of engagement since of the shared worths and commonalities it established with our audience.”

“There is a lot overconsumption on Black Friday,” adds Amanda. “Our position wasn’t necessarily don’t buy, but if you’re going to, buy something you have actually wanted for a truly long time.”

Pantee didn’t stop there. To bring the campaign to life and put their words into action, the merchant turned off their site to all but their engaged clients, who were only able to access the website through a code they sent to their existing newsletter.

The outcomes

The project was an overwhelming success, resulting in a significant boost in sales, social engagement and reach, brand awareness and brand-new client acquisition.

  • Engagement on social media doubled throughout the campaign (from 4 to 8%), and organic social impressions reached over 4x the total fans at the time.
  • The campaign naturally increased web traffic by 122% month-over-month in November 2021 without any supported paid invest.
  • Pantee’s mailing list grew by 33% in the week leading up to Black Friday.
  • The success of the social campaign extended far beyond Pantee’s Buy Instagram Verified, with the effort featured in top-tier press including The Observer, Drapers, Reuters, The Daily Mail, and more.

“While we didn’t run a sale or any promos last year, Black Friday was the biggest sales day of the year,” says Katie. “By simply taking a stand and leveraging social to get our message out, we drove a month’s worth of web traffic in a matter of hours and had loads of individuals registering for our email list. We saw a ton of new, first-time clients even if they valued what we were doing.”

“Brand names frequently think that you can have worths, but they won’t convert to sales,” adds Amanda. “But we think that’s altering– and this project is an excellent example of that.”

Pantee is now releasing the campaign for the 2nd year and eagerly anticipating a lot more remarkable results.

4 lessons gained from one unconventional project

Whether you’re conceptualizing future innovative projects, building out next quarter’s social marketing strategy or already getting started on planning for next year’s holiday season, Pantee’s Blackout Friday project holds fantastic lessons that every online marketer must keep top of mind. We asked Amanda and Katie for their top four recommendations– here’s what they said.

1. Hone in on your purpose

“We talk a lot about our worths as a brand name,” says Katie. “And time and time once again, we’ve seen that if we speak about an issue, our values, or something with compound behind it, our engagement is a lot higher. That’s what individuals want to see: something that gets them thinking.”

Amanda adds: “I believe at one point, we lost our method a bit and ended up being more item and sales heavy on our social channels, and we observed that we weren’t getting the same reach. Pressing product overcomes email marketing and other areas of the business, but with social, we’ve seen a larger chance to educate our audience and share helpful info that they can leave with.”

2. An engaged neighborhood is everything

“There’s a huge difference between growing a following and growing a following that likewise has engagement,” explains Katie.” When it concerns social, what we’ve found is that individuals who engaged with us early on have become advocates for our brand name. We see a lot worth in neighborhood and engaging with our consumers beyond getting the sale. Many brand names see social as a platform to get their message out, but for us, it’s a two-way street.”

3. Do not hesitate to be bold

“We found out rather at an early stage with our social that the greatest peaks of engagement took place when we took a stand for something,” states Katie. “We’ve always been rather objective driven, however we like to have fun with it and not be too preachy. When we’ve introduced projects with our sustainability mission at the forefront, the engagement has actually been through the roofing system.”

4. Remember that there’s more to social than what you’re posting

“Social network isn’t practically what you post, it’s about how you engage with other accounts and make people feel,” describes Amanda. “Spending time on your social platforms getting in touch with others, building relationships and developing an engaged neighborhood is vital. We utilize our social channels for two-way discussions with both clients and our neighborhood– there is a lot you can discover when you talk with them rather of at them.”

If there’s one takeaway that rises above all the others, it’s that social is among the most powerful tools that brand names can use to spark their service, turning bystanders into loyal brand name advocates, awareness into sales, and your mission into favorable, tangible change. Simply ask Pantee.

Find out about the most significant trends forming social networks so you can stay ahead of the game– and make certain your next social project is a winner.

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